Sales Manager

*Edward Gonzalez*

*** *. ******** ***. # ** Los Angeles, CA 90036 818-***-****

***********@*****.***

Product Marketing Manager * Trade Marketing & Promotions Management*

*Qualifications*

Strategic professional with over 15 years of experience in brand

marketing, promotions, sales, and project management

Retail expert with experience in Grocery, Drug, Mass, Auto, Dollar,

and Club Channels

Effective communicator within all levels of an organization

*Product Manager, KRACO Enterprises, LLC*

KRACO Enterprises, LLC, Moorpark, CA

March 2011 - Present

Customers include *Walmart, Target, Costco, Sam’s Club, Walgreen’s, CVS,

Pep Boys, AutoZone*

Create and implement customer specific in-store and out of store

promotions

Manage promotional and creative agencies

- Communicate promotional program objectives/changes among creative,

marketing, brand, and promotion groups

Create and manage Trade Marketing Budgets

- Track and review budgets on a weekly basis

Create and manage trade promotional calendar

Lead cross functional teams prior to launch of new product

Provide sales with sales materials

- Sell sheets

- Sales kits

Analyze latest syndicated data (IRI/Nielsen/NPD)

Provide weekly updates to all levels of the organization on key

initiatives

Manage sales group and customer expectations

Draft promotion and collateral copy

Develop new display concepts, prototypes, and opportunities for new

channels

Create compelling selling stories

Track in-store activity

- Branded and private label

- Review impact of competitive activity

*Brand Operations Manager West Region, The Coca-Cola Company*

Coca-Cola North America, Los Angeles, CA

April 2010 – March 2011

Customers included *Walmart, Target, Costco, Sam’s Club, Walgreen’s, CVS,

Kroger, Safeway, Albertson’s*

Coca-Cola Flavors Portfolio includes *Sprite, Fanta, Fresca, Mello Yello,

Tab, Pibb Xtra*

Brand steward for Sprite Fanta, Fresca, Tab, Nestea, Gold Peak Iced

Tea

Created and maintained trade marketing budgets

- Worked with sales to implement national programs

- Worked with sales to create customer and region specific programs

- Developed programming and secured required budgets in order to

execute brand plans

Managed $2.3MM trade marketing budget for Sprite and $1.3MM trade

marketing budget for Fanta in the West Region

Increased brand share

- Sprite +6% (June 2010 – December 2010)

- Fanta +3.1% (September 2010 – December 2010)

Coordinated with sales planning and category managers in creation of

sell-in tools

- Sell sheets

- Sales kits (Product and POP samples)

Track in-store activity

- Branded and private label

- Review impact of competitive activity

Led cross functional teams prior to key brand launches/initiatives

Acted as intermediary between brand team in Atlanta and the field

sales team for the West Region

Analyzed latest syndicated data (IRI/Nielsen)

Managed trade show booth at regional shows

Managed brand relationships with 16 bottlers

- Directed brand implantation across bottlers

- Influenced POP purchased by bottlers

- Directed key initiatives across bottlers

- Leveraged various properties to create fully integrated programming

for customers**

*Customer Marketing Manager, Shell Car Care*

Shell Lubricants, Moorpark, CA

August 2004 – April 2010

Customers included *Walmart, Target, Costco, Sam’s Club, Walgreen’s, CVS,

Pep Boys, AutoZone*

Shell Car Care’s brand portfolio included *Fix-A-Flat, Gumout, Black Magic,

Rain-X, and Auto Expressions*

Created and implemented customer specific in-store and out of store

promotions

Created and managed trade marketing budget for Large and Small Format

accounts

Created and managed promotional calendar for Large and Small Format

accounts

Communicated promotional program objectives/changes among creative,

marketing, brand, and promotion groups

Worked closely with sales to maximize promotional opportunities

Reviewed syndicated data and provided promotional recommendations

based on latest information

Recommended alternatives based on financial constraints

Developed new promotional cost saving strategies

Increased annual promotional activity by 150% from 2004 to 20010

Understood and adhered to all governmental regulations regarding

dangerous chemicals

- Attended conferences

- Maintained library of key documentation

*Marketing Manager*

The Eleven Agency, Irvine, CA *

*May 2003 – January 2004

Start-up field marketing service agency that specializes in sales &

merchandising, mystery shopping, and field marketing & event needs

Developed company positioning

Created new field marketing campaigns for clients

Conceptualized and created prototypes for new POP materials used in

campaigns **

* *

*Marketing Consultant*

Pacific Genesis, Irvine, CA

December 2001 – April 2003 * *

Marketing agency for architects

Researched capital improvement projects in Latin America

Researched different government regulations across all of Latin

America

- Attended conferences

- Created a library of regulations across all countries

Researched procurement and loan disbursement schedules

Cultivated and maintained relationships within government agencies in

Latin America

Analyzed marketing strategies for feasibility and profitability

*Marketing Manager*

Mosaic Retail Solutions, Irvine, CA

July 1997 – September 2001* * * *

Field marketing service agency that specializes in sales & merchandising,

in-store sampling, and field marketing & event needs

Customers included *General Mills, Coca-Cola, Nestlé, Jose Cuervo,

Brown-Foreman, Microsoft, Hershey, RJ Reynolds Tobacco, Iomega, and Intel*

Accounts for execution included *Walmart, Costco, Target, Best Buy, Circuit

City, Kmart, Sears, Safeway, and Kroger*

Managed over $4.5 million in field merchandising programs

Managed field merchandisers and account coordinators

- Trained merchandisers in accordance with all government regulations

Created plan-o-grams

Managed vendors and vendor contracts

Developed and budgeted field marketing programs in accordance with

client and company needs

Developed pricing and marketing strategies

Coordinated trade show specifics

*Language Skills*

English, French, German, and Spanish

*Computer Skills*

o Adobe Photoshop

o Adobe PageMaker

o Microsoft Office Suite

o Microsoft AX

o FilemakerPro

o Microsoft Publisher

o Database Management

o Web Based Research

o SAP

o ProClarity

*Education*

Bachelor of Arts in Economics, University of California, Los Angeles, CA

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